Wijianti, Naning (2009) STRATEGI MARKETING PUBLIC RELATIONS DALAM MEMBENTUK CITRA PERUSAHAAN ( Studi pada Divisi Humas Mal Olympic Garden “ MOG”, Malang ). Other thesis, University of Muhammadiyah Malang.
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This study is based on the phenomena of many mall-mall in this region, especially in Malang region (East Java). In advertising and publishing by using mass media. Based on the early study was gained conclusion that part of publication is carried out by public relations of MOG, Malang. Therefore it is early modal of MOG to keep image in societies, so it care and build reputation is important thing to be done. MOG is mall which be hoped to be able to create many vacancy and entertainment place alternative for Malang societies. MOG is shopping place which be liked all of societies class, children until older. The strategy is part of plan, while plan constitute a product from planning, finally planning is one main function of management process. Marketing public relations constituted a planning process, application and evaluated program which be able to stimulus buying and consumer satisfied by communicate information which be reliable and by positive impression which emerge and related with firm identity or product suitable with need, want, attention and importance for their consumer. Image is view, perception, opinion, evaluation generally which consist of special meaning to something. Every firm have image exactly, every firm have image as long as people see it. Many firm image come from firm consumer, potential consumer, supplier, banker, firm staff, competitor, distributor, merchant association, and consumer moving in merchant sector who have view to firm. The firm duty to form image is by identifying image what it wants to be formed in societies sight. by strategy of descriptive qualitative and use qualitative approach with interview, observation and documentation data collecting technique, so the data which be gained is analyzed by using descriptive data analysis by data analysis method by giving a real condition in the study. Which be collected then it is analyzed and interpreted by using words or question list. While the data validity technique use Triangulation are inspection technique of data validity that use something from out as checking or comparing for data. Strategy which be carried out by MOG to be formed firm image are follow as: 1. Making framework of job as guideline to form public opinion to become MOG as the biggest and complete dynamically and served. 2. Strategy is target, strategy is described in some steps. One of them carried out promotion and advertisement such as newspaper and mass media. 3. Strategy of marketing communication which be used to increase selling to Mall Olympic Garden (MOG) of Malang are Marketing mix (combining) communication which consist of promotion, advertisement, publicity and personal selling which be carried out with many step by advertisement in television media, radio and so on, give sell promotion by give Reward program and discount and give voucher bonus in shopping to luck consumer. 4. Publicity is strategy by spreading commercial news concerning MOG and last marketing strategy by using personal selling that strategy by oral interpretation in talking with one of potential consumer to be carried out selling.
|Item Type:||Thesis (Other)|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor|
|Divisions:||Faculty of Social and Political Science > Department of Communication Sience|
|Depositing User:||Anggit Aldila|
|Date Deposited:||10 Jul 2012 03:20|
|Last Modified:||10 Jul 2012 03:20|
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